Last year, Singapore’s oldest bank, POSB, wanted to reach millennials by capturing what it means to be Singaporean during the country’s 50th anniversary of its independence. The bank, backed by DBS Group, ran a YouTube campaign championing Singapore’s “Kampong spirit” that encouraged young Singaporeans to share their own community stories—leading to increased engagement.
GOALS
Rebrand POSB as a bank for all generations
Engage millennials
APPROACH
Ran TrueView campaign with 16 videos championing community spirit
Created video content hub with 40+ videos on POSB’s YouTube channel
RESULTS
Generated three years’ worth of viewing time (1.5M minutes) in two months
128% increase in neighborhood-related searches associated with POSB
12X increase in channel subscriptions
POSB is Singapore’s oldest and most loved banking institution. It wanted to rebrand itself as a community bank for all generations, so it turned to YouTube to reach millennials and reignite its brand proposition of “Neighbours first, bankers second.”
Here’s what happened:
